Most CEOs agree Customer Experience drives business results. But few know how to make it work beyond the buzzwords.

In this episode, Dr. Zanna van der Aa shares the CEO án CX transformation lead perspective of her new book Once You See It — a practical guide for leaders who want to make human-centric transformation measurable, scalable, and real.

You’ll learn:

• Why 4 out of 5 CX programs fail — and how CEOs can prevent it
• The three-layered model to ignite, scale, and inspire transformation
• How to move from product-centric to human-centric systems
• What 21 leadership behaviors create lasting change
• Why compassion, courage, and reflection are the CEO’s most underestimated transformation tools

Zanna shows that CX isn’t a marketing initiative — it’s a strategic way to drive performance, culture, and purpose. Once you see it, you can’t unsee it.

Check out: zannavanderaa.com/onceyouseeit.

And watch the video podcast Once You See It here.

About Dr. Zanna van der Aa:
25 years in CX Transformation | PhD in Customer Experience | Author of Once You See It | 250+ transformations across 25 countries | Worked with Randstad, Egon Zehnder, Allianz

#CEOLeadership #CustomerExperience #CXTransformation #HumanCentricLeadership #OnceYouSeeIt #SystemicChange #BusinessStrategy

AI is transforming business, but not always in the right direction.
In CX, it’s easy to get lost in the hype. Tools that automate workflows are suddenly called “AI,” and efficiency becomes more important than experience.

This episode demystifies the five biggest myths about AI in Customer Experience—and shows how leaders can use AI to enhance the human experience instead of replacing it.

What you’ll learn:

• Why workflow automation ≠ AI—and why 90% of your business issues can be solved with the right IT basics
• Why “AI is moving fast” is true for startups, but not for corporate systems with legacy IT
• Why efficiency alone kills experience—and what design principles create a real win-win for business and people
• Why customer needs haven’t changed in 100 years (but the context has)
• Why removing friction isn’t enough—human connection drives satisfaction, not speed

The real power of AI?
To give people time back for what matters most: purpose-driven work, meaningful connections, and human flourishing.

About Dr. Zanna van der Aa:
25+ years in CX transformation | PhD in Customer Experience | Author of “Once You See It” | 250+ transformations across 25 countries | Worked with Randstad, Egon Zehnder, Allianz

#CustomerExperience #CXTransformation #AI #HumanCentricLeadership #DigitalTransformation #SystemicChange

Curious how purpose and people-first values truly shape a CEO’s path? Andrea’s story might spark inspiration and if you’d like to explore what this could mean for your own leadership, my LinkedIn DMs are open.

In this episode, I sit down with Andrea Avila (CEO de Randstad para Argentina, Chile y Uruguay), a leader whose journey from working in her family business at 13 years old to becoming a global CEO is a compelling example of how purpose, passion, and people-first values can transform businesses and lives.

Here’s what we’ll explore in this conversation:

• Andrea’s Leadership Journey: How her experiences shaped her approach to leadership and her unwavering commitment to human-centricity.
  
  
• Defining Human-Centricity: Why prioritizing people is essential for sustainable success and what it looks like in practice.
  
  
• Leading in Challenging Times: How Andrea and her team navigated the COVID-19 crisis by focusing on relationships, communication, and care.
  
  
• Building Energized Teams: Insights into fostering diverse, long-term collaboration that drives innovation and resilience.
  
  
• Lessons for Leaders: Practical advice and reflections on adapting to change, learning from others, and staying purpose-driven.
  
  

This conversation is packed with insights for anyone striving to lead with empathy, build meaningful connections, and create sustainable impact in their organization.

Recorded in Buenos Aires in December 2024.

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(00:17) Introduction
(01:26) Andrea’s Journey
(06:04) Finding Purpose
(07:59) Energizing Teams
(11:32) What is Human-Centricity?
(14:50) Challenges of Human-Centricity
(19:30) Leading Through COVID-19
(22:43) Values and Culture
(26:20) Leadership Style
(28:46) Lessons Learned
(31:03) Tips for Leaders
(36:28) Andrea’s Legacy
(39:46) Closing Reflections

Accelerate in Experience Academy

Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.

🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.

👉 Start your journey: https://academy.zannavanderaa.com/en

More info?
Newsletter -> https://zannavanderaa.com/cxleague/
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com